I look at the story or concept that my client wants to share and ask myself, “ So what? Why will the reader care about this? What about this will they find most interesting, or appealing, or shocking? What will capture and keep their fickle interest?” Those who have been reading this blog for a while may have guessed where I was going with that, but it’s always where I begin when I’m writing feature school magazine articles. And how do we do that? Audience-first, always. ![]() We need to make the news, updates, changes, and reflections shared on those pages matter to their lives. If we want readers to open our school magazine and actually flip from front to back, engaging with the stories we’re telling, we need to give them stories they care about. Ok, I know that’s simpler to state than to practice, but the sentiment is something that is so easy to forget when we’re deep in deadlines and page counts and design changes. The key to ensuring people are reading the school magazine you put so much time, effort, and love into is simple: Make it something they want to read. Here’s how to craft school magazine content that makes all the effort worthwhile. So how can school marketers ensure these intense efforts create tangible results? How can schools better utilize this important communications tool to connect with their communities and grow school influence? I’ve seen beautiful, impressive magazines in the school marketing space, and my clients dedicate both their hearts and their resources to perfecting these publications and maintaining their integrity year after year. Whether an alumni magazine, an annual report/magazine hybrid, or an online version of a traditional publication, school magazines have the important job of both keeping legacy alive and documenting current happenings for posterity - all while driving diverse audiences to take action. ![]() ![]() Say what you want about traditional school communications, but no matter how trends shift and change, there are some staples that will always hold a special place in school storytelling.
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